{"id":323,"date":"2025-01-04T13:53:36","date_gmt":"2025-01-04T13:53:36","guid":{"rendered":"https:\/\/risumarketingjournals.com.ng\/?p=323"},"modified":"2025-01-04T13:53:36","modified_gmt":"2025-01-04T13:53:36","slug":"aggressive-pricing-and-marketing-competiveness-of-entertainment-firms-in-rivers-state","status":"publish","type":"post","link":"https:\/\/risumarketingjournals.com.ng\/?p=323","title":{"rendered":"AGGRESSIVE PRICING AND MARKETING COMPETIVENESS OF ENTERTAINMENT FIRMS IN RIVERS STATE"},"content":{"rendered":"\n<p><strong>TELEMA-DAREGO Owuma<\/strong><br>Department of Marketing, Faculty of Administration and Management<br>Rivers State University Port Harcourt, Nigeria<br><strong>NWOKAH Gladson N.<\/strong><br>Department of Marketing, Faculty of Administration and Management<br>Rivers State University Port Harcourt, Nigeria<br><strong>DIDIA James U. D.<\/strong><br>Department of Marketing, Faculty of Administration and Management<br>Rivers State University Port Harcourt, Nigeria<br><strong>HARCOURT Horsfall<\/strong><br>Department of Marketing, Faculty of Administration and Management<br>Rivers State University Port Harcourt, Nigeria.<\/p>\n\n\n\n<p><strong>Abstract<\/strong><br>This study examined the relationship between aggressive pricing and marketing competiveness of entertainment firms in Rivers State. The objective was to establish the direction and strength of relationship between aggressive pricing and market share growth and sales growth as indicators of marketing competiveness. The study adopted a survey research design. The population of the study comprised 116 entertainment firms. The study worked with 92 firms as the sample size and 276 respondents. Data was collected using self-administered structured questionnaire that was validated for the study. The study adopted quantitative method of data analysis which means that the gathered data from the retrieved research questionnaire was analyzed statistically and in two phases\u2019 namely univariate analysis and bivariate analysis. The study found a strong correlation between aggressive pricing and market share growth; and a very strong correlation between aggressive pricing and sales growth. The study concludes that aggressive pricing has significant relationship with competiveness of entertainment firms in Rivers State; and recommends that marketing manager of entertainment firms should focus on aggressive pricing to achieve improved competiveness in terms of market share growth and sales growth.<\/p>\n\n\n\n<p><strong>Keywords:<\/strong> Aggressive pricing, marketing competiveness, market share growth, sales growth<\/p>\n\n\n\n<div data-wp-interactive=\"core\/file\" class=\"wp-block-file\"><object data-wp-bind--hidden=\"!state.hasPdfPreview\" hidden class=\"wp-block-file__embed\" data=\"https:\/\/risumarketingjournals.com.ng\/wp-content\/uploads\/2025\/01\/JMD-10-1-12-AGGRESSIVE-PRICING-AND-MARKETING-COMPETITIVENESS-OF-ENTERTAINMENT-FIRMS-IN-RIVERS-STATE.pdf\" type=\"application\/pdf\" style=\"width:100%;height:600px\" aria-label=\"Embed of JMD-10-1-12 AGGRESSIVE PRICING AND MARKETING COMPETITIVENESS OF ENTERTAINMENT FIRMS IN RIVERS STATE.\"><\/object><a id=\"wp-block-file--media-b43cc778-f97d-4eec-87b1-dc1f87f7e9a9\" href=\"https:\/\/risumarketingjournals.com.ng\/wp-content\/uploads\/2025\/01\/JMD-10-1-12-AGGRESSIVE-PRICING-AND-MARKETING-COMPETITIVENESS-OF-ENTERTAINMENT-FIRMS-IN-RIVERS-STATE.pdf\">JMD-10-1-12 AGGRESSIVE PRICING AND MARKETING COMPETITIVENESS OF ENTERTAINMENT FIRMS IN RIVERS STATE<\/a><a href=\"https:\/\/risumarketingjournals.com.ng\/wp-content\/uploads\/2025\/01\/JMD-10-1-12-AGGRESSIVE-PRICING-AND-MARKETING-COMPETITIVENESS-OF-ENTERTAINMENT-FIRMS-IN-RIVERS-STATE.pdf\" class=\"wp-block-file__button wp-element-button\" download aria-describedby=\"wp-block-file--media-b43cc778-f97d-4eec-87b1-dc1f87f7e9a9\">Download<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>TELEMA-DAREGO OwumaDepartment of Marketing, Faculty of Administration and ManagementRivers State University Port Harcourt, NigeriaNWOKAH Gladson N.Department of Marketing, Faculty of Administration and ManagementRivers State University Port Harcourt, NigeriaDIDIA James U. D.Department of Marketing, Faculty of Administration and ManagementRivers State University Port Harcourt, NigeriaHARCOURT HorsfallDepartment of Marketing, Faculty of Administration and ManagementRivers State University Port Harcourt, &hellip; <a href=\"https:\/\/risumarketingjournals.com.ng\/?p=323\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">AGGRESSIVE PRICING AND MARKETING COMPETIVENESS OF ENTERTAINMENT FIRMS IN RIVERS STATE<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-323","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=\/wp\/v2\/posts\/323","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=323"}],"version-history":[{"count":1,"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=\/wp\/v2\/posts\/323\/revisions"}],"predecessor-version":[{"id":325,"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=\/wp\/v2\/posts\/323\/revisions\/325"}],"wp:attachment":[{"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=323"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=323"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=323"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}